Research On Sports Consumption Of Urban Residents

With the rapid economic development, China's resident's income and living standards have continued to rise. The stage of economic development and the level of income decide the level and structure of the consumption. From the view of the international practice development, culture, education, entertainment products and services spending will increase as incomes rise, among them, including the expenditure of the resident's sports consumption.In recent years, the theoretical and empirical study of the sports consumption has been emerging. That provides valuable theoretical basis and Countermeasures for objective understanding of the current level of the sports consumption and the problem of how to promote the development of sports market. Shandong Province, located in eastern China, has a high level of economic development. In 1999 the per capita gross domestic product (GDP) of Shan dong exceeded 1000 dollars, four years earlier than the national average. So the study to the resident's consumption structure and the sports consumption of Shan Dong is undoubtedly of great significance for the objective evaluation and forecast of the Sports consumption level and development trend of Shandong and even the whole nation.Firstly, the paper gives an elaboration of the purpose or significance of sports consumption research, which is followed by a brief introduction of some related theories and literature reviews. Based on the concepts and classification of sports industry and sports consumption, a theoretical analysis is developed.Later on, an empirical analysis to the sports consumption of urban residents in Shandong province is developed, which is based on the field questionnaires survey of Jinan city and the application of statistical and mathematics analysis. On the basis of the questionnaires survey, I valued the overall level, basic features, influential factors of sports consumption of urban residents in Shandong Province, and got a general tendency of sports consumption in different countries. At last I summed up the conclusion.Finally, the paper comes to some policy suggestions on sports consumption acceleration and sports industry development, including enhancing the regulatory role of government in the market; increasing the government's subsidy to sports industry; changing the sports consumption concept of civilization through propaganda and developing the variety and diversity of sports consumption.